Transcript Chapter 8
Part 4
ALIGNING
SERVICE DESIGN
AND STANDARDS
8-1
Provider Gap 2
CUSTOMER
COMPANY
Customer-driven
service designs and
standards
Company
perceptions of
customer
expectations
Gap 2: The Service
Design and Standards
Gap
8-2
Key Factors Leading to Provider Gap 2
8-3
Chapter
Service Innovation and Design
8
Challenges of Service Innovation and Design
Important Considerations for Service Innovation
Types of Service Innovations
Stages in Service Innovation and Development
Service Blueprinting: A Technique for Service
Innovation and Design
8-4
Objectives for Chapter 8:
Service Innovation and Design
Describe the challenges inherent in service innovation and
design.
Present an array of different types of service innovations,
including service offering innovation, innovating around
customer roles, and innovation through service solutions.
Discuss the importance of engaging customers and employees
and employing service design thinking in service innovation.
Present the stages and unique elements of the service
innovation and development process.
Demonstrate the value of service blueprinting and how to
develop and read service blueprints.
8-5
Risks of Relying on Words Alone to
Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
8-6
Important Considerations for Service
Innovation
Involve customers and employees
Employ service design thinking and techniques
http://www.youtube.com/watch?v=s62DROeCU
DU
8-7
Types of Service Offering Innovations
Major or radical innovations
FedEx overnight shipping
Start-up businesses
door-to-door airport shuttle
New services for the currently served market
Retailers offer play area or coffee bar
8-8
Types of Service Offering Innovations
Service line extensions
A restaurant adding new menu
An airline offering a new route
Service improvements
The addition of wireless Internet connection to a hotel room
Style changes
Revising a logo, redesigning a website
8-9
Important Considerations for Service
Innovation
The five principles of service design thinking:
User-centered: Services should be experienced and designed
through the customers eyes
Cocreative: All stakeholders should be included in the service
design process
Sequencing: A service should be visualized as a sequence of
interrelated actions
Evidencing: Intangible services should be visualized in terms
of physical artifacts
Holistic: The entre environment of a service should be
considered
8-10
Service Innovation and Development Process
8-11
New Service Strategy Matrix
for Identifying Growth Opportunities
KFC in Africa
PetSmart
Tide Dry Cleaners
8-12
Example: PetSmart
Example: Tide Dry Cleaners
With video
Service Concepts
Examples
Vedia_Finland
Next Gen TV_US
Smart Store _India
Source:
http://www.youtube.com/watch?v=zFbMZb1h9m4
http://www.youtube.com/watch?v=m5BPX4mEGG8
http://www.youtube.com/watch?v=m81yIvU3sfc
Service Blueprinting
A tool for simultaneously depicting the service
process, the points of customer contact, and the
evidence of service from the customer’s point of
view.
8-16
Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
8-17
Service Blueprint Components
8-18
Blueprint for Express Mail Delivery Service
8-19
Blueprint for Overnight Hotel Stay Service
8-20
Blueprint for DVD Rental Kiosk
8-21
Benefits of Service Blueprinting
Provides a platform for innovation.
Recognizes roles and interdependencies among functions,
people, and organizations.
Facilitates both strategic and tactical innovations.
Transfers and stores innovation and service knowledge.
Designs moments of truth from the customer’s point of
view.
Suggests critical points for measurement and feedback in
the service process.
Clarifies competitive positioning.
Provides understanding of the ideal customer experience.
8-22
Building a Service Blueprint
8-23
Regarding Midterm Exam
What I expect you to know
The differences between good and services
The Gap Model
The service quality
The strategies firms use to build relationship with
customers
The strategies firms use to recover from service
failure